SMALL-TOWN STORES THRIVE DURING CHRISTMAS SEASON

While thousands visit the shopping malls and large stores in big cities looking for holiday gifts in December, small-town stores are also thriving.

Bob Dacus, owner of Dacus Discount in Chaffee with his wife, Glenda, for 11 years, thinks his store offers a good selection for a small town, competitive prices and convenience.

"Shoppers can drive a half-mile to downtown instead of miles to a larger city," Dacus said. "Shoppers can get in and out quickly in a small-town store."

People expect a competitive price in a self-service business, Dacus said, and small-town merchants have to keep in mind what is a good price for an item. He has to watch what other merchants are doing, he said.

"If you buy it right, you're going to be able to sell it right," Dacus said. Having a wholesale company that believes in that phrase has helped his business, he said.

Betty Ivester, manager of the Dollar General Store in Scott City, thinks people can take care of all their Christmas shopping at her store.

"People over the years have discovered that we have a lot of the things they want to buy," Ivester said. "They might shop here first and then fill in at other stores. And a lot of people shop here to stay away from the crowds."

People often wait on the sidewalk for the store to open in the morning at 9, Ivester said, adding she often opens earlier, especially on colder days.

"We try really hard to be friendly and nice to people," Ivester said. "We keep what people need in the basics. We have good pricing and we try to treat people right.

"We stress a friendly attitude to our employees," Ivester said. "That's a must. We try to be helpful."

The store has a lot of older customers, Ivester said. Sometimes they just come to the door and tell the employees what they want. The workers get the items and then help the customers to their cars.

Dacus said his general merchandise store tries to offer the items people want. If he has customers asking for a certain item, he will try to get it for them. Large chain stores often only have what they receive from the corporate purchasing department, he said.

Dacus said his store offers the basics in clothing, such as sweats, socks and underwear. The store also handles automotive and paper products, candy and snacks, small appliances, a line of health and beauty aids and a craft department that grows every year. Customers can also find Christmas decorations, toys, games and gift items like billfolds, handkerchiefs, musical boxes and ceramics.

At Dollar General, the selection of clothes increases during the holiday season, Ivester said, including leather coats for women this year. Sweat and wind outfits are available and flannel shirts are good sellers. The toy inventory is about twice the normal size while customers can also choose toasters, coffee makers, dishes, shoes, bedding, knick-knacks, perfumes, colognes and food gift sets.

Dacus and Ivester figure their customer base lies within a 10-mile radius of their respective stores, both of which opened in 1983. That base is obviously more to the east, west and south as Cape Girardeau lies to the north of both towns, they said.

Both said they have customers from each other's towns when people shop their stores after getting off work. Ivester said having a doctor's office next door has brought additional customers to her store.

Dacus said his inventory increases about 25 percent during the holiday season, which runs from Oct. 1 to Jan. 1. He figures about 20 percent of the store's annual business is done during the last eight weeks of the year when sales are 25 to 30 percent above normal.

Dacus books his Christmas orders during August and they're shipped in October. Every year he hopes his inventory will sell down to a normal level by the end of the year.

Ivester said her store's sales in the Christmas season will be about double the amount of a normal week during the rest of the year. She said the Christmas shopping season seemed to start earlier in November this year.

"Christmas is always a lot of fun," Dacus said. "It's a happier time of the year. Kids enjoy seeing what kinds of toys they're going to get and a lot of folks enjoy shopping for gifts for other people."

"A lot of people haven't started their Christmas shopping yet," Ivester said. "The last week is always busy."